RESEARCH METHODOLOGY

Module II Research Process

STEPS INVOLVED IN RESEARCH PROCESS: -

Following are the steps involved in the research process:-
1) Defining the Research Problem: -
The first step of Research is to define the Research problem. The research problem should
clearly state what you intend to find out about. The Research Problem should not be
defined too broadly or too narrowly. The information required by the managers to solve
the problem acts as a basis of defining research problem. E.g. the marketer is
contemplating launch of new product. The research problem in this case is: What would be
demand for the product? The problem defined needs to be specific, devoid of any ambiguity
and generalities. The research problem should be evaluated in the light of finances and
time available, your interest and expertise.

2) Reviewing the literature:-

Reviewing the literature related to the area under study is an essential preliminary task in
order to acquaint yourself with the available body of knowledge in your area of interest.
Literature review is integral part of entire research process and makes valuable
contribution to every operational step. Reviewing literature can be time-consuming,
daunting and frustrating, but is also rewarding.
Its functions are:
a. Bring clarity and focus to your research problem;
b. Improve your methodology;
c. Broaden your knowledge;
d. Contextualize your findings.

a. Bring clarity and focus to your research problem;

The process of reviewing the literature helps you to understand the subject area better and
thus helps you to conceptualize your research problem clearly and precisely. It also helps
you to understand the relationship between your research problem and the body of
knowledge in the area.

b. Improve your methodology:

A literature review tells you if others have used procedures and methods similar to the
ones that you are proposing, which procedures and methods have worked well for them,
and what problems they have faced with them. Thus you will be better positioned to select
a methodology that is capable of providing valid answer to your research questions.

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c. Broaden your knowledge base in your research area:
It ensures you to read widely around the subject area in which you intend to conduct your
research study. As you are expected to be an expert in your area of study, it helps fulfill this
expectation. It also helps you to understand how the findings of your study fit into the
existing body of knowledge.

d. Contextualize your findings:

How do answers to your research questions compare with what others have found? What
contribution have you been able to make in to the existing body of knowledge? How are
your findings different from those of others? For you to be able to answer these questions,
you need to go back to your literature review. It is important to place your findings in the
context of what is already known in your field of enquiry.
Procedure for reviewing the literature:
I) search for existing literature in your area of study;
ii) Review the literature selected;
iii) Develop a theoretical framework;
iv) Develop a conceptual framework.

3) Setting up the research objectives: -

Once the problem is defined, the next step is to establish the purpose of the research. The
objectives should be specific and measurable. Objectives provide guidelines for researcher
to focus on during process of research.

Consider the following examples—

Management problem: -
The Airlines Company is thinking about launching new in-flight internet service.

Research Problem: -
Will offering in-flight internet service increase preferences of airlines and profits to
justify its costs.

Research Objectives: -
 What would be demographic profile of customers using this service?
 How many first-class passengers are likely to use this new service?
 What would be the price they are most likely to pay?
 How would it add to the image of the company?
 On how many planes and length of the trip should be offered?

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4) Development of Working Hypothesis:-
A working hypothesis is a tentative assumption made in order to draw out and test its
logical and empirical consequences. The hypothesis is important as it provides the focal
point for research. It also affects the manner in which tests must be conducted in the
analysis of data and indirectly, the quality of data that is required for the analysis.
Hypothesis should be very specific and limited to the piece of research in hand because
it has to be tested. The role of the hypothesis is to guide the researcher by delimiting
the area of research and to keep him on right track. It sharpens his thinking and focuses
attention on the more important facts of the problem. It also indicates the type of data
required and the type of methods of data analysis to be used.

5) Developing the research plan/design: -

The research plan is developed for gathering the needed information.
Designing research plan includes decisions on: -
 Data sources i.e. whether to use primary or secondary sources of data.
 The research approaches i.e. the methods of research: observation method, survey
method or experimental research.
 Research instrument i.e. Questionnaires, Scales etc.
 Sampling unit, sampling size, sampling procedure etc.
 Contact methods i.e. telephone, mails or online surveys.
 Format of research report.

6) Selection of Sample:-
The first thing necessary here is to define the ‘universe’ or ‘population’ of a particular
study. A population denotes the number of people or objects that is relevant for the
particular problem being studied. The information when collected for each and every unit in
the population is called census survey. It can be presumed that in such a survey, highest
accuracy is obtained. But in practice this may not be true. Even the slightest element of bias
in such a survey will get larger and larger as the number of observations increases. Besides,
census survey involves a great deal of time, money and energy. Also, census survey is not
possible in practice under many circumstances. For instance, blood testing, life testing of
electric and electronic devices can be done only on sample basis. Moreover, there is no way
of checking the element of bias or its extent except through a resurvey or use of sample
survey i.e. it is not necessary to study each and every constituent of the universe to
understand its characteristics.
A subset of the population (called the sample) is enough and a survey conducted on the
sample is called a sample survey. Hence the researcher must decide the way of selecting a
sample, commonly called as sample design i.e. sample design is a definite plan determined
before any data are actually collected for obtaining a sample from the given population.

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7) Collect the information: -
The researcher has to make plan for collecting secondary data, primary data or both, as the
case may be. Primary data gives original information for specific purposes, whereas
secondary data consists of information that already exists. His decision depends on nature
of study, objective of study, financial resources available, availability of time and desired
degree of accuracy.
Primary data can be collected through survey, observation or experiment.
Secondary can be collected through various available sources like sales reports, magazines,
newspapers, trade journals, yellow pages & directories; various market indices etc.
The data collection is done through research instruments. Observation forms, interview
schedule, questionnaires etc. are examples of data collection instruments.

8) Analyze the Information: -

The data collected are edited to improve accuracy of the information. Editing is done
to find out the consistency and accuracy in responses, to check completeness in responses,
to check legibility of responses and its uses. The refined & edited data is then categorized
and coded for the purpose of analysis.
The researcher may use various techniques like central tendency of data, measures
of dispersion etc. The researcher may study characteristics of variable, relationships among
two variables or more than two variables using advance statistical methods like
correlation, regression, linear programming etc.

9) Preparations of Research Report: -

Conclusions and recommendations supported by necessary analysis are submitted in
the form of written report. The report presented should be clear, concise and point out
findings to support objectives of the research. Report generally contains 1) The Title page
2) The table of contents 3) the brief outline of the research and its findings 4) A concise
statement of the marketing problem and corresponding research problems. 5) Aims and
objectives of the research 6) Research Design describing methodology used in research 7)
Data analysis and results 8) Limitations of the study 9) the findings, conclusions and
recommendations 10) Appendices: - e.g. a copy of questionnaires, glossary of the terms
used, references used etc.

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COMMON ERRORS IN RESEARCH PROCESS:-

1. Population Specification Error

This type of error occurs when the researcher selects an inappropriate population or
universe from which to obtain data.
Example: Packaged goods manufacturers often conduct surveys of housewives, because
they are easier to contact, and it is assumed they decide what is to be purchased and also
do the actual purchasing. In this situation there often is population specification error. The
husband may purchase a significant share of the packaged goods, and have significant
direct and indirect influence over what is bought. For this reason, excluding husbands from
samples may yield results targeted to the wrong audience.

2. Sampling Error
Sampling error occurs when a probability sampling method is used to select a sample, but
the resulting sample is not representative of the population concern. Unfortunately, some
element of sampling error is unavoidable. This is accounted for in confidence intervals,
assuming a probability sampling method is used.
Example: Suppose that we collected a random sample of 500 people from the Indian adult
population to gauge their entertainment preferences. Then, upon analysis, found it to be
composed of 70% females. This sample would not be true representative of the general
adult population and would influence the data.

3. Selection
Selection error is the sampling error for a sample selected by a nonprobability method.
Example: Interviewers conducting a mall intercept study have a natural tendency to select
those respondents who are the most accessible and agreeable whenever there is latitude to
do so. Such samples often comprise friends and associates who bear some degree of
resemblance in characteristics to those of the desired population.

4. Non-responsive
Nonresponse error can exist when an obtained sample differs from the original selected
sample.
Example: In telephone surveys, some respondents are inaccessible because they are not at
home for the initial call or call-backs. Others have moved or are away from home for the
period of the survey. Not-at-home respondents are typically younger with no small
children, and have a much higher proportion of working wives than households with
someone at home. People who have moved or are away for the survey period have a higher
geographic mobility than the average of the population. Thus, most surveys can anticipate

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errors from non-contact of respondents. Online surveys seek to avoid this error through e-
mail distribution, thus eliminating not-at-home respondents.

5. Measurement
Measurement error is generated by the measurement process itself, and represents the
difference between the information generated and the information wanted by the
researcher.
Example: A retail store would like to assess customer feedback from at-the-counter
purchases. The survey is developed but fails to target those who purchase in the store.
Instead, results are skewed by customers who bought items online.